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商品編號： R1012K 出版日期： 2010/12/01 作者姓名： D''Andrea, Guillermo;Marcotte, David;Morrison, Gwen Dixon 商品類別： Marketing 商品規格： 5p 再版日期： 地域： 產業： Retail trade 個案年度： -
商品敘述：
Multinational retailers have been slow to understand consumers in the developing world. As a result, they''ve been vulnerable to local competitors that know how their shoppers think, what they crave, and how they buy. These local retailers offer some valuable lessons: Forget the myth that the high end is the most lucrative segment. In emerging markets, the number of affluent consumers who could champion your product is small, and the wealthy tend to favor shopping trips abroad. Instead, aim your products at low-income segments from the start. Cater to consumers'' tendency to buy a lot of the cheapest products and a little of the best by providing decent quality at the low end and aspirational choices at the high end. Turn your stores into centers of learning, where shoppers can fill the gaps in their product knowledge. Expect the unexpected and develop quick reflexes-you''ll need them to deal with the rapid market expansion and demographic change of emerging economies.
涵蓋領域：
Emerging markets;Consumer behavior;Marketing strategy;Product positioning;Customers
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